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Under the free program, consumers can earn reward points each time they purchase fuel with their card. Those points help them obtain gift cards to Cabela's, an outfitter of hunting, fishing and outdoor gear.

While Driver Rewards can be used at any of the more than 230,000 locations where the Cenex Voyager Fleet Card is accepted, drivers only earn double points when they purchase fuels at Cenex-branded retail locations.

Once the sufficient number of points are obtained, drivers automatically earn $10 Cabela's gift cards. In addition, new consumers who enroll in the Cenex Voyager Fleet Card by March 31 will receive 500 bonus points.

"Cabela's gift cards earned through the new Driver Rewards program are provided in addition to the rebate (up to 4 cents per gallon) that CHS already provides to its fleet accounts, Doug Dorfman, vice president of CHS Refined Fuels Marketing, stated. "At a time when some petroleum company loyalty programs are scaling back their rewards, we continue to expand ours to help the Cenex retail network attract new customers and build business."

CHS is promoting the program through national fleet and Facebook advertising and other communications programs, including free merchandising kits for Cenex convenience stores.

There are more than 1,400 Cenex-branded locations in the United States.